Portal Advertising It’s All About Branding
Monday, July 2, 2007 - By: Brian D
The American Marketing Association defines a brand as a “name, term, sign, symbol, or design intended to identify the goods and services of one seller or group of sellers and differentiate them from those of.” Think of the products you use on a daily basis that you associate primarily with a brand name. You don’t think “tissue” necessarily, you think “Kleenex.” You don’t ask your kids if they want to call for pizza, but rather, you ask them if they want “Domino’s.” Your wife doesn’t just want any handbag for her birthday; she wants a “Coach” handbag.
Successful brands like Kleenex, Domino’s or Coach either manage to convince consumers that they are the only brand of a product, the only reliable provider of a product, or the highest-quality product available. The goal of branding is about getting your prospects to see you as the only one that can provide a solution to their problem.
A good brand should achieve the following:
- Deliver a message clearly – buyers wade through a sea of print and Internet advertisement, often on a limited timeframe. Your message needs to be conveyed within the first two seconds of looking at your brand .
- Confirm your credibility – people trust brands they see over and over again. Repetition in brand exposure cements the idea that your business is legitimate, established, and most importantly, successful. A potential client might think, “I’ve seen Eagle Realty on signs all over town, on TV, and on web sites like Homes.com. They must know what they’re doing. Why don’t we call them?”
- Connect you with your target prospects emotionally – good brands evoke emotional responses in consumers. When you see a commercial featuring the Staples’ “Easy Button,” not only might you think the situation is humorous, but you might feel a little relieved because you now believe that Staples is the next best thing to having an “Easy Button.”
- Motivate the buyer – a clear, credible and repeated brand motivates buyers by creating a bandwagon effect. People want to be part of a winning team.
- Develop user loyalty – successful brands are the only brands that buyers remember. If a buyer remembers your brand, more than likely they will look to you first for their real estate needs. In conversations with their friends, these buyers will probably refer their friends to you, too.
Homes.com Portal Advertising Creates Successful Internet Branding
Placement on the web is essential to brand success! Be on the fastest growing real estate portal, Homes.com, where 2.5 million people shop each month. When searching for a home online, people look to the most obvious place first – Homes.com!
Customization – stand out from the crowd! With the help of a graphic designer, Homes.com will create a unique message for you to send to consumers about your real estate business. Professional design yields maximum impact!
Build Your Brand with Homes.com City Sponsorship
Reach active homebuyers searching on Homes.com. Over 2.5 million people visit the site each month.
Double Your Impact with two large ads appearing together on the search results pages and listing directory pages in your city. These companion ads frame the top and sides of these pages.
Target Leads: Active homebuyers searching for homes in your city will see your advertising message and click to your website. Motivated homebuyers will be drawn to repeated brand presence.
Competitive Advantage: Buy out your city and have exclusivity to eliminate competition.
Flexibility: Packages available to meet any agent’s budget and marketing needs.
